The image of Guess has been always very consistent, since 1983,” said Paul Marciano, chief executive officer and creative director of the denim and contemporary label, as he looked through past campaigns at the label’s London showroom Wednesday. Marciano said Guess’ early denim designs are still relevant today. “If you look at the first Guess image of denim and you look at what’s the bestseller in Europe today, it’s all the tight cigarette jeans….It always just goes full circle.”
Denim makes up a major part of the new London store, with two walls painted in the company’s signature red displaying rows of women’s and men’s jeans in washes from deep blue to a black jean in an acid wash.
“Because of [Guess’] expansion as a lifestyle brand, I didn’t want one day to forget our roots, where we come from and why we’re here,” said Marciano. “It’s the denim that made Guess alive and in business.”
According to Marciano, between 2007 and 2009, Guess Inc.’s denim business has grown by 17 percent. To commemorate the store’s launch, the company has designed a limited edition version of the Beverly jean — which echoes its original Marilyn jean — without ankle zippers that’s exclusive to the Regent Street store.
The store also carries Guess’ contemporary collections, accessories, footwear and jewelry lines, alongside its higher end Guess by Marciano ready-to-wear and accessories lines. Prices at the store range from 19 pounds, or $31, for a tank top to 1,200 pounds, or $1,970, for a Gc watch, Guess’ higher-end watch line.
The space is designed with gray tiled floors, brushed steel fittings and mirrored units to house accessories, and its spring campaign images adorn the walls, alongside images of the brand’s early ads that feature models such as Claudia Schiffer and Eva Herzigova.
Since the store’s soft opening three weeks ago, sales have been “a little bit above our plan,” said Marciano, adding he expects the store to achieve sales of between $7 million and $10 million in its first year.
"The [Regent Street location] just happened by opportunity,” said Marciano. “Such a location, over 600 square meters, was an unusual opportunity, and we could not let [it] pass by…it will definitely perform by its sheer exposure and traffic.”
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